نشریه گردشگری و توسعه
سال دهم شماره 2 (پیاپی 27، تابستان 1400)

Undoubtedly, the tourism industry is one of the industries, most sensitive and vulnerable to crises. Major events such as natural disasters, epidemics, terrorist attacks, mismanagement, etc. put pressure on the industry. On the other hand, the tourism industry is always influenced by society and based on interactions between people. The outbreak of the COVID-19 has posed an important challenge to the world’s tourism sector. The objective of the present study is to examine the effect of COVID-19 on the tourism and hospitality industry and to present marketing strategies during and after the Corona crisis. The present study is a review study based on information collected from several searches of Internet sources in English language databases including Google Scholar, Emerald, Science Direct and Springer using English keywords such as Post-corona marketing strategies. COVID-19, COVID-19's effect on the hotel industry and COVID-19 pandemic on hospitality industry were performed. It should be noted that 13 articles were selected as relevant and final sources to investigate this issue. Data were collected from the site of the World Tourism Organization and categorized according to the objectives of the study. Studies show that inbound tourism will grow by 3 to 4 percent in 2020. However, given the SARS scenario and the spread of the Corona virus and the prediction of its economic effects, the organization changed its forecast and predicted that global tourism will grow by 1 to 3 percent in 2020.

With the outbreak of Corona virus, the issue of virtual tourism is one of the most important issues in the tourism industry, and with the spread of this disease and the impact of the tourism industry on new conditions, the importance of paying attention to virtual reality (VR) tourism became more and more clear. Given that little research has been done in this area so far; In order to explain the coronary conditions based on a new research method, scenarios are defined in which the person is in that situation and based on which he presents his inference. With the help of innovation dissemination theories and testing it, the effect of innovation and satisfaction on mental well-being and behavioral intention in virtual reality tourism in Corona was investigated. The moderating role of virtual tourism technology readiness between mental well-being and behavioral intention was also examined. The data of this applied research have been collected based on a descriptive survey method with the participation of 141 people who have at least once used virtual reality activities, with a sampling approach available through virtual communication channels active in this field. The collected data were modeled using structural equations and partial least squares (PLS) method. The results show that mental well-being is influenced by the dissemination characteristics of innovation and the characteristics of use and satisfaction. Also, the moderating role of technology readiness is not accepted, and these results can be used by planning managers in the tourism and communication technology industry .

Nowadays, the tourism industry is facing special conditions due to the Pandemic of COVID-19 disease. To overcome this crisis, cannot rely on the actions of the government alone. The main idea of this research is to use the concepts of responsible tourism and to propose an approach called directional-responsible tourism to deal with the consequences of COVID -19. In this approach, the role of the government as a leader is combined with the role of the tourism body as a responsible and it is stated how responsible behavior in action at the individual and organizational level contributes to the concept of leadership at the macro level. The present study is a qualitative exploratory research. Qualitative content analysis method was used to formulate the solutions and screening was used to finalize them. Finally, the solutions were prioritized according to the two dimensions of implementation capability and helping to achieve the goals. The results show that all stakeholders, including government, industry, social groups, and even people and tourists, have a key role to play in overcoming this crisis faster and must play their part.

In the age of Corona, many industries around the world have adopted and benefited greatly from virtual reality technology. The tourism industry is no exception to this and with its help has been able to create tourism capabilities using virtual reality. The present study investigates the effects of virtual reality tourism in the Corona era on the development of real tourism in the post-Corona era with respect to the moderating role of visitors (people who have already visited the destination) and non-visitors (people who have not visited the destination before). The sample size was determined using Cochran's formula, 384 people who were selected using non-random sampling method. Statistical analyzes have been performed in two sections of descriptive statistics and inferential statistics using path analysis and structural equation modeling. The statistical population of the study is users of social networks Instagram and Facebook in Germany and France. Findings indicate that tourism using virtual reality in the Corona era has a significant positive effect on increasing the number of real tourists in the post-Corona era. The findings also showed that tourism using virtual reality in the Corona era plays a role in marketing and advertising for tourism destinations in the post-Corona era.

The use of marketing is essential for organizations looking for an informed presence in the market. The goal of marketing is to meet the needs and wants of customers better than their competitors. Different customer needs from one industry to another have led to a different approach. The hotel industry is one of the most luxurious sectors of the tourism industry, and despite its importance in increasing profitability, it has received less attention. In this research, a qualitative research has been conducted on the impact of marketing on the hotel brand. This study is applied in terms of purpose and descriptive in terms of data collection. For this purpose, after explaining the topic and reviewing the research background, the conceptual framework of the specific model and data were analyzed using fuzzy cognitive mapping tools and social network analysis techniques. The findings indicate that product factors, physical evidence, and manpower should be considered more than other factors. To increase customer loyalty, commitment and engagement, they must promote marketing techniques and provide a variety of physical evidence to create a positive brand mentality for customers.

With the development of the tourism industry and the growth of related businesses, the need for up-to-date information in proper planning and accurate estimation of the number of tourists is essential for the efficient use of resources to develop infrastructure and increasing revenue. The existence of detailed plans will eventually lead to an increase in the satisfaction of incoming tourists. With the development of information search culture, tourists usually search for information about accommodation and tourism services in the destination through online resources before starting the trip. In the present study, using selected data related to user queries around the world in the Google search engine, about the tourism facilities and capabilities of Yazd, the number of future tourists in this city has been predicted. For this purpose, the research data consists of user search statistics, which were downloaded from the Google Trends system, and a prediction model was designed and validated using the machine learning method. After preparing and analyzing the data, it was found that the queries registered in Google Trends have a lot of power (more than 95%) in predicting the number of tourists in Yazd in the period from 2014 to 2019 in monthly periods.

Infrastructure is one of the basic requirements for the development and development of tourism activities in different locations. The aim of the present study was to recognize the spatial distribution and ranking of the relative efficiency of tourism infrastructure in Zanjan province.From among the provincial cities, none of the cities has a favorable situation. The cities of Zanjan, Abhar andو Khoram Darreh are moderate, and the za komekKhodabandeh, Tarom and Soltanieh at low levels and in the moon kk and Eidrud are lacking in efficiency. At the level of the studied indices, the highest level of efficiency in the transport, efficiency in the transport, accommodation, cultural, religious, health and nutrition indexes related to Zanjan city, is in the recreational index of Khoramdereh city and in the index of nutrition related to Tarom city.The cities of Zanjan, Abhar and Khoram Darreh are moderate, Khodabandeh, Tarom and Soltanieh at low levels and in the moon and Eidrud are lacking in efficiency. At the level of the studied indices, the highest level of efficiency in the transport, accommodation, cultural, religious, health and nutrition indexes related to Zanjan city, is in the recreational index of Khoramdereh city and in the index of nutrition related to Tarom city.Infrastructurestudy was to recognize the spatial distribution and ranking of the relative efficiency of tourism infrastructure in Zanjan province.From among the provincial cities, none of the cities has a favorable situation.

Nowadays, branding is a popular and powerful tool which cause distinction amid similar places in the competitive tourism market. Among the places, Islands create unique experiences for tourists due to their mainland. Kish Island needs branding to compete with other tourist islands of Southwest Asia to use its special potential to become the top tourist destination.This research aim to proposing a model of branding based on brand attachment for Kish Island.Since very few studies have been done on the branding of tourist islands, grounded theory (Systematic GTM)with the approach of Strauss and Corbin used for theorizing and identifying dimensions of the model.Theoretical sampling was used through deep semi-structured interview of experts in the field of tourism, marketing and brand. After extracting the initial concepts, open, axial and selective coding of the concepts were performed by Maxqda 18 software.The outcome of the research model indicated that the process of branding was affected by the casual condition which named as strategic brand management. Thus, place-oriented marketing, economic and place brand action strategies lead to desirable result such as place attachment, place value, cultural-economical development of Kish Island. The process was strengthened by contextual conditions such as environmental-legal factors and cultural- social factors as well as encountering with branding challenges.

A tourist destination for achieve a high competitive advantage, must be ensure that all the tourist attractions and experiences it has offered so far are different from other destinations that a tourist intends to experience. Therefore, the quality of a tourist destination is one of the most basic competitive advantages for attracting tourists and sustainable tourism development. The purpose of this study, is to evaluate and conceptualize the quality of selected geomorphosites by the citizens of Tabriz metropolis in East Azerbaijan province. This research is applied in terms of purpose and in terms of collecting information descriptive and survey. The statistical population of the study was 384 citizens living in the metropolis of Tabriz and the Cochran pattern was used to determine the sample size. To collect data to select prominent geomorphoses, the interview method was used and a survey questionnaire was used to measure the closed-ended questionnaire for 28 tourism-oriented brands. Based on, 12 geotouristic destinations were selected for review and final evaluation of its quality based on reference questionnaires. For reliability of the questionnaire from Cronbach's alpha coefficient and For the narration, the views of prominent experts and professors in this field have been used. The results of this study showed From 12 selected geomorphosites, Asyab kharabe (Jolfa region) Geomorphosite with a weight of 0.854, Aoun Ibn Ali mountain of Tabriz  (Ainali) with a weight of 0.823 and Payam pass  (Marand region) with a weight of 0.806, The first to third ranks in terms of desirability in the quality of geomorphosites.

In recent years, on the one hand, with considering progress was achieved in tourism field and on the other hand, with noticing Iran’s price competitive advantage as a cheap destination for tourism and treatment, medical tourism discussion was become one of the most important issues in tourism industry. meanwhile some issues such as Competitiveness and sustainability also are counted as a modern topic and it is criteria in evaluation of criterion in different parts of tourism industry. This research has been conducted to determine contributory factors to the competitiveness sustainable medical tourism supply chain. In the current research, First of all, the factors affecting sustainable supply chain were aquired through reviewing related literature. Then, determined factors playing more important role in sustainable medical tourism supply chain were selected by applying Delphi technique. In next the stage, by using Analytical Hierarchy Process (AHP) method, factors and sub factors were ranked. Moreover, the impact of the main factors (financial, social-cultural, environmental and institutional) were measured by usage of Dematel method. The results indicated that treatment staffs’ skills and safety of country are the most important factors in Competitiveness of Sustainable Medical Tourism Supply Chain respectively. Also, Dematel method, indicated that financial and institutional factors fall into the “effective factors” category. In a same way, social-cultural and enviromental factors can be included in “impressive factors” category. finally, several recommendations have been proposed.

the host community. Due to the increasing diversity of tourism, recognizing the effects of various types of tourism on the host community and understanding the differences and similarities between their effects is a necessity of planning and informed and normative management of tourism. This study aims to analyze the socio-cultural effects of religious and historical tourism in the cities of Qom and Isfahan to understand the differences and similarities. The research is applied in terms of purpose and descriptive-analytical in terms of method, which has been done as a survey. The statistical population of the study was the residents of Qom and Isfahan where 384 people were selected by cluster sampling. Data were collected using a researcher-made questionnaire and U-Mann-Whitney test was used to analyze the data and Friedman test was used to prioritize their socio-cultural effects. The results show that in terms of social effects, tourism has had the greatest impact on social deviations in Qom and on the lifestyle of the host community in Isfahan. There was no significant difference between the two societies in terms of cultural indicators.

Rural tourism is one of the factors that play an important role in improving the quality of life and is emphasized by researchers and has unique and salient features as a dynamic economic approach. Therefore, the purpose of this study is to investigate the effects of tourism on the quality of life of the local community. The present study is applied in terms of purpose and based on descriptive-analytical nature. The sample size was estimated at 380 people according to the Cochran's formula, which was relatively proportional to the number of rural populations distributed among them.The required data were collected by library and field methods (questionnaire). analyze the framework topic (security and material welfare, housing quality, environmental health, quality of infrastructure and trade, employment and income and education). 45 items were used. The results of the analysis of the findings indicate that there is a positive and significant relationship between tourism and quality of life and 0.677 of the changes in quality of life through tourism is explained. The results of the analysis of the findings indicate that according to the theories presented by the local community, tourism in all dimensions has a positive impact on the quality of life and has the most impact on the index of security and material well-being and It had the least effect on the education index.The results of Kodas technique also showed that among the 14 target villages for tourism, 3 villages of Shamshir, Harir and Sarab Hormsam were in the highest level in terms of quality indicators and 3 villages of Fash, Hajij Bozorg and Najvbaran were also in the lowest level and finally the correlation coefficient. Pearson showed a positive and significant relationship between rural tourism and quality of life.

Spatial planning and sustainable development of tourism, due to having a common goal, for the concept of planning as organizing the future life of societies with regulations and designing social and economic relations in the future and careful use of physical space in order to achieve human welfare without destroying the environment, are considered as a kind of philosophical confluence. purpose of this study was to provide a Pattern for sustainable development of rural tourism destinations with spatial planning approach in the east of Mazandaran province. For this purpose, to present the research model, 14 indicators were identified using 14 indicators to investigate the spatial planning status of sustainable development of tourism among the four cities of the province. necessary data were collected through field visits by a questionnaire.The results show that spatial planning dimensions and indicators are effective in explaining the sustainable development of rural tourism destinations. The selected indicators, according to the conditions and requirements of rural areas, can be tested and operational at the level of similar villages. Therefore, the most important factor in the spatial planning process of sustainable development of rural tourism destinations in the first step is recognition of location capacities (environmental and physical) including diversity of natural attractions, quality of attractions, location of attractions, human (socio-cultural) dimension including cultural and political, participation of local people and education, activity dimension (functions) including accommodation services, catering, distribution of services and information, investment, employment and income.

The purpose of this study is Sustainable ecotourism development strategies "based on the potentials of local communities in Kahman tourist area in Selseleh County" This research was conducted in 2020. This is exploratory research and is applied in terms of purpose. This research has been done in three steps. In the first step and quantitative part of the research, 241 people from Kahman tourism area were selected through random sampling and the benefits of ecotourism industry in local communities were evaluated. In the second step, by examining the documents and interviewing some key people, the actual and potential potentials in the Kahman tourist area were identified. In the last step, the strategies for the development of sustainable ecotourism based on the potential of the region were identified and analyzed, in which the fuzzy Delphi method has been used. In this step, the sample size was 21 related experts who were purposefully selected by snowballs. The results of this study show that most rural residents (89.4%) have gained economic benefits. Suggested solutions are: Infrastructure-cultural solutions with five sub-solutions, Educational-environmental with six sub-strategies and economic solutions with nine sub-solutions. According to experts, infrastructure solutions are a higher priority than other solutions (Establish security, Advertising to get to know the area, Development of health facilities and pass industry protection laws).

Ecotourism has a fundamental focus on sustainability and brings many economic and social benefits to local communities. Facilitating the participation of local people is one of the principles of ecotourism. Non-governmental organizations have a prominent role in ecotourism development. They promote local communities’ participation, and in most cases, play a crucial role in ecotourism development via conserving biodiversity and environment or the developing sustainable local livelihood. In this research, considering the necessity of ecotourism development and using the grounded theory method, the challenges and problems faced by active non-governmental organizations in the field of ecotourism in Iran were investigated. The study sample consists of 37 experts of ecotourism, managers and experts of active non-governmental organizations in the field of ecotourism, government managers, owners of lodges, and dwellers of the local community who were selected using strategies including theoretical sampling, analytical induction and maximum variance. The questions of the semi-structured interviews were formulated around the main research questions and the answers of the interviewees were analyzed and coded in three stages. The results showed that the multiplicity of organizations in charge of ecotourism and the lack of correct views about ecotourism and non-governmental organizations are among the macro-environment codes affecting the functioning of these organizations. Based on the research findings, some suggestions have been made to improve the role of non-governmental organizations.

The tourism industry has a significant impact on the economies of countries. Hotel management is one of the pillars of this industry. In service marketing, predicting customer behavior in the face of unfavorable and unexpected conditions is very important, because it has a direct effect on behavioral reactions. The purpose of this study was to investigate the effect of primary appraisal on active and passive coping behaviors of customers with the mediating role of cognitive and emotional factors in the Ghasr Talaee International Hotel in Mashhad, which is practical in terms of purpose and descriptive-survey method. The statistical population consists of customers of Ghasr Talaee International Hotel in Mashhad. In order to collect data, 300 questionnaires were distributed in non-probabilistic ways and during the research, 221 questionnaires were returned. Data collection tool is a localized questionnaire based on Cai et al that Content validity was confirmed through expert opinion and structural validity using confirmatory factor analysis and its reliability by Cronbach's alpha method. To test the hypotheses, structural equation modeling method and Smart PLS software have been used. The results show that the primary appraisal is effective in cognitive and emotional factors, while the primary appraisal is not effective in active and passive coping behaviors. According to the results of hypotheses, the effect of cognitive factors on passive and active coping behaviors and the effect of emotional factors on active coping behavior is also confirmed. Finally, the results of mediating hypotheses show that cognitive and emotional factors are of the full mediating type

There are lots of researches which have been done in the field of sports tourism in Iran. Now is the time to look at the status, findings and approaches of these studies. The purpose of this research was systematic review of articles related to sport tourism. The nature of the research method was qualitative, applied, and as secondary studies with a systematic review approach. Samples of the research included published articles in internal scientific journals between years 2009 to 2019 that were 104 cases extracted from Noormags, Sid, Magiran, and Ensani databases. Articles were reviewed based on general dimensions of cognitive, structural, functional and citation status. Data collection tool was a researcher-made checklist that experts confirmed its validity, its reliability was confirmed through examiners reliability and iMindMap9, and SPSS21 software packages were used for data analysis. Rresults showed that the trend of publishing articles on sports tourism is on the rise, the topic of sports tourism has been favored by male researchers with a degree in sport management. Most of the researches were without a separate section of theoretical foundations and mostly were done by using quantitative methods and with a survey of senior managers and experts. Most articles have addressed the issue of sport tourism management and planning and there are needs for more attention to other fields. In addition, it is necessary to pay more attention to the research origin of the written articles, the existence of well-defined theoretical foundations, and the conduct of mixed researches.

Public-private partnerships have been a concern for researchers in a variety of fields, including the tourism industry. On the one hand, limited resources, lack of capital, lack of expertise, lack of access to manpower, etc., and on the other hand, the duty of governments to meet public needs has led governments to view the private sector as a significant partner. Meanwhile, what is certain is that recognizing the different dimensions of this partnership between the private and public sectors will increase their chances of success in any industry - including tourism. From this perspective, the aim of this study is to provide a framework for public-private partnership in tourism based on the findings of previous works. The best way to integrate the interpretations of previous findings is Meta-synthesis. Therefore, this method was utilized by following six steps. The statistical population of this study was the studies conducted in the field of tourism private public-private partnership, which identified by searching in the top related databases; 244 articles were available. After that, the articles were screened based on the title, abstract and content. Finally, the text of the selected articles (41 articles) was analyzed and coded using MAXQDA10 software. The findings showed that a set of factors affecting public-private participation in tourism can be considered in the form of two main categories of internal and external factors. Internal factors are directly related factors to public-private partnership. Internal factors include concepts such as the content of the partnership, the stakeholders, the goals, the duties of each party, and their interests. But external factors are controllable and not directly involved. External factors include technological-information factors, socio-cultural factors, legal factors, financial-economic factors, environmental factors and political-governmental factors.

Rural tourism has been suggested as a strategy for the development of rural areas due to its diverse functions and high ability to communicate with other sectors of the economy. The purpose of the present study is to analyze the economic barriers to tourism development in rural areas using the basic theory of tourism target villages in Zanjan province. The present study is a qualitative research group in terms of purpose, development-applied and paradigm. Library documents, photo and video preparation, in-depth interviewing and direct and non-participatory observation were used to collect information. The statistical population of this study is local managers (experts in tourism, villagers and members of Islamic councils) in eight villages of Zanjan province. The purposive sampling method (36 people with snowball method) was performed until theoretical saturation. Guba and Lincoln's evaluation method (including four stages of validity, portability, stability, verifiability, reasonableness) was used to validate the research. The collected data were analyzed through content analysis. By linking open source coding, concepts (axial coding), categories (selective coding) and validating the concepts obtained from the focal method research, the conceptual model of the research was drawn by experts and validated by the experts to validate the model. . The results show that tourism target villages of Zanjan province are facing economic challenges such as: restricting tourism seasons, vulnerability of agricultural economy, weakness of individual abilities, inappropriate economic environment, lack of risk-taking, lack of recognition. The market is faced with a lack of technical business knowledge.